Double 11 Clothing Industry Sales More Than Billion Brand Increase Compared With Previous Years

According to the data released by Tmall costumes, nearly 10000 apparel businesses at home and abroad participated in the "double 11" this year, including many international fast fashion brands and light luxury brands.

The number of brands sold over 100 million has increased over the past year, including domestic brands.

, JACK&JONES, Taiping bird, Semir, Hai Lan's home, Han Du Yi house, and international brands.

,

, new Bai Lun, Gap and so on.

Among them, UNIQLO has won Tmall's "double 11" global Carnival fashion sales champion for second consecutive years. At the same time, it has increased from fourth last year to fourth in the whole category rankings this year, and the total sales doubled, breaking 600 million yuan.

This is related to the positive layout of the electricity supplier.

Reporters learned that this year's "double 11" Eve, UNIQLO and Alipay reached a cooperation in its more than 340 stores nationwide access to Alipay, complete online and offline data link, online and offline resources integration and drainage, forming O2O mode.

The chairman of fast forward group and CEO willow express their thanks to the support of Chinese consumers. They also stressed that they will speed up the digital development of the overall business and further build and upgrade e-commerce.

In fact, the excellent performance of UNIQLO this year is also related to its unprecedented discount.

Reporter observation found that this year, "double 11" UNIQLO Tmall flagship store sales promotion efforts far greater than its offline stores daily discount strength, consumers can receive shop coupons and Tmall coupons in their Tmall stores, the main promotional products for light feather clothing, fleece series and other seasonal clothing has also had a greater impact on its sales.

Although clothing categories began to marginalized the role of "low price" in publicity, reporters found that a strong promotional discount is still an important thrust for "double 11" clothing sales promotion.

According to the "double 11 online shopping big data report" released by the third party price comparison software shopping assistant, Tmall clothing accounted for more than half of the top ten shop ranking, among which JACK&JONES, Metersbonwe, UNIQLO, Taiping bird men's clothing accounted for the top four, and the price range was 23.98%, 21.99%, 18.22% and 17.44% respectively.

However, the apparel industry is facing a new sales record of "double 11", but also has to face the problem of return higher than other categories.

Although Tmall did not disclose the relevant data on the return of goods, a random survey by reporters on ordinary consumers found that the return rate of clothing categories was relatively high.

"Buying clothes is different from buying other commodities. Although businessmen will list the basic data of clothing, it is not appropriate for everyone to buy clothes according to their sizes."

Ms. Shen, who works in a foreign company, told reporters that this year, "double 11" she bought five clothes and only two pieces were left after the goods were tried on.

Another Miss Zhang said, "I don't know how to pick it. I bought it first, and then I saw that it was able to go back after all." she only left six of the nearly twenty clothes she bought.

This year is the first "double 11" after the implementation of the new consumer law, and the "online shopping can be returned without reason within seven days".

Like Miss Zhang, such impulse buying consumers are not in the minority, and even consumers choose to pay the way to pay.